Delight by Design: The Role of Hedonic versus Utilitarian Benefits

Abstract

What is the relationship between product design benefits (hedonic versus utilitarian) and the postconsumption feelings of customer delight and satisfaction? The primary insights this research provides are as follows: (1) Products that meet or exceed customers' utilitarian needs and fulfill prevention goals enhance customer satisfaction (e.g., a car with antilock brakes and vehicle stability assist), and (2) products that meet or exceed customers' hedonic wants and fulfill promotion goals enhance customer delight (e.g., a car with panoramic sunroof and sixspeaker audio system). Furthermore, the research finds that the primary antecedent feelings of satisfaction are the prevention emotions of confidence and security provided by utilitarian benefits, whereas the primary antecedent feelings of delight are the promotion emotions of cheerfulness and excitement provided by hedonic benefits. Finally, the results show that delighting customers improves customer loyalty, as measured by word of mouth and repurchase intentions, more than merely satisfying them. The authors discuss the theoretical contribution and strategic insights the research provides for product designers and marketers.

Customer experience quality: an exploration in business and consumer contexts using repertory grid technique

“…We note that value-in-use may be utilitarian, hedonic or a mixture of the two in nature (Chitturi et al 2008). We also note that since value-in-use is phenomenological (Vargo and Lusch 2004), it is inherently processual (Woodruff and Flint 2006), potentially varying over time through the customer journey.…”

“Yes, but this Other One Looks Better/Works Better”: How do Consumers Respond to Trade-offs Between Sustainability and Other Valued Attributes?

“…Anticipation and fulfillment of goals evokes positive emotions, whereas non-fulfillment of anticipated goals evokes negative emotions (Higgins 1997). Thus, within the current context, we can understand consumers' emotional and behavioral responses to products based on their appraisal of product attributes and the goals that they can potentially fulfill (Chernev 2004;Chitturi et al 2007Chitturi et al , 2008.…”

“…3. In this study and subsequent studies, we follow prior precedent in operationalizing utilitarian value as product functional performance, and hedonic value as product esthetics (e.g., Chitturi et al 2007Chitturi et al , 2008Hirschman and Holbrook 1982). In the first condition, one product was superior (inferior) with respect to its sustainability (product performance), whereas the other was superior (inferior) with respect to its product performance (sustainability).…”

“…Within the context of ongoing calls for more research on ethical consumption (Vitell 2003) and recent calls for the continued development of sustainable consumption-related theory (Kotler 2011;Mick et al 2012;Sheth et al 2011), our research contributes primarily to the domain of decision making and, more specifically, attribute trade-off research (e.g., Chitturi et al 2007Chitturi et al , 2008Okada 2005). Although preliminary, our results also provide some insight into the role of emotions in decision making (e.g., Luce et al 1997;Pham 1998) specifically in the context of tradeoffs with sustainability.…”

“…Further, this stream of research demonstrates that this preference for performance over sustainability is moderated by consumers' attitude towards sustainability which influences the degree to which they experience various emotions when contemplating their choices (Luchs et al 2012;Steenhaut and Kenhove 2006). However, prior research has also demonstrated that different types of product attribute tradeoffs, such as those involving utilitarian and hedonic attributes, can have different emotional and behavioral consequences (Chitturi et al 2007(Chitturi et al , 2008. Thus, the current research builds on prior research addressing trade-offs involving sustainability by investigating consumers' response to products that present a trade-off either between product sustainability and utilitarian value, or between product sustainability and hedonic value (henceforth, 'trade-off type').…”